American Automobile Association Aha! Moment

Aha! is a game changer. It brings a new level of transparency and collaboration that is critical to help us transform our organization and deliver new digital customer experiences.

Anne Walsh, Customer Experience Manager

About AAA

AAA provides its members with a full range of travel, insurance, financial, and automotive-related services. Founded in 1902, AAA is a not-for-profit federation of clubs serving more than 58 million members in the United States and Canada.

We had a problem

Today, consumers want to setup and manage their insurance policies online. They expect personalized, self-service interactions via any device at any time. This is forcing us to completely transform our organization and rethink how we serve our customers. We are investing in new digital strategies so that we can modernize our approach and make it easier for customers to do business with us.

We quickly discovered that creating the perfect digital experience is very different to traditional ways of interacting with our customers. The end-to-end experience has to be seamless. And we are under constant pressure to make it better, faster, and easier.

This is driving deep changes in the way we operate. Previously we worked in silos, focusing on each application and customer touchpoint in isolation. And because we lacked a common tool to manage our products, we were always in a reactive mode and out of sync with each other. Relying on spreadsheets and PowerPoint presentations to deliver a transformative customer experience was not a sustainable approach.

Aha! as a solution

Aha! allows us to create an environment of transparency and real-time collaboration. We now have a centralized place to manage all of our product information. This gives everyone a window into what is happening — from high-level strategy all the way through to specific feature details. Even better, we can also see how everything ties together. This enables us to align around initiatives and coordinate release plans so that we can deliver more value collectively.

We also appreciate the flexibility that Aha! provides. Our teams use a variety of methodologies — including scrum, waterfall, and everything in between. Aha! lets us tailor the workflow to suit the way each team works, while providing the underlying consistency that is necessary to see the complete picture. The integration with Jira is very powerful too. We were able to get it set up in less than 30 minutes.

Previously, it was difficult to manage the flow of requests from frontline agents and feed them into the right product backlog. The Aha! ideas portal elegantly solves that challenge for us by letting us collect, manage, and prioritize feedback in a more organized way.

Life is good

Aha! serves the needs of every level within our organization. Executives now have visibility into how we are delivering against our strategy. And teams can instantly access the information they need to do their job. Having this level of oversight is critical to create a consistent customer experience and identify areas for improvement.

We love how easy Aha! is to use. From insurance experts through to software engineers, we needed a tool that caters to all degrees of technical comfort. Everyone instantly understands the information when we share it in Aha! This is essential to keep everyone aligned and to coordinate all of our cross-team activities and dependencies.

Having a single source of truth has changed the way we work. It used to be so difficult to find and access information. Now we can work together in real time to solve problems and deliver customer value faster.

Aha! is going viral across our organization. It is incredible to see the transformation that is taking place as people come together to improve the end-to-end customer experience.